Summary of Applebee's America
Copyright © 2006 by Douglas B. Sosnik, Matthew J. Dowd and Ron Fournier. Reprinted by permission of Simon & Schuster, Inc.
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What do Bill Clinton, George W. Bush, Applebee’s and Saddleback Church founder Rick Warren have in common? Their proponents have all used microtargeting to sell them to the American people. Political mavens Douglas B. Sosnik and Matthew J. Dowd have teamed up with journalist Ron Fournier to explain how two American presidential campaigns, a restaurant chain and a megachurch all identified potential customers and got them to turn out – whether to the polls, the pews, or the neighborhood bar and grill. While this book may seem somewhat dated in the wake of Barack Obama’s two highly sophisticated campaigns, it nevertheless offers a fascinating look at how pioneering politicians, businesspeople and preachers used microtargeting before 2008. getAbstract recommends it to marketing experts looking for a quick history on successful selling in an uncertain world.
In this summary, you will learn
- How microtargeting works;
- How Bill Clinton, George W. Bush, Applebee’s and Saddleback Church founder Rick Warren used microtargeting in their marketing; and
- Why a sense of community is any marketers’ most appealing selling point.
About the Authors
Douglas B. Sosnik was on the Clinton White House staff. Matthew J. Dowd helped manage George W. Bush’s 2000 and 2004 campaigns. Ron Fournier writes for the National Journal.
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